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Original paper

A model of entrepreneurship education in franchising – application of outside-in marketing with a behavioural focus

Volume: 35, Issue: 1, Pages: 116 - 133
Published: Jan 6, 2020
Abstract
Purpose Drawing on an outside-in marketing perspective, this paper aims to outline the development, implementation, evaluation and reflection of a real-world entrepreneurship education (EE) intervention with cognitive, affective and ultimately behavioural objectives. Design/methodology/approach A specific and uniform EE program specifically targeted to current “would be” entrepreneurs who were investigating the franchising business model was...
Paper Details
Title
A model of entrepreneurship education in franchising – application of outside-in marketing with a behavioural focus
Published Date
Jan 6, 2020
Volume
35
Issue
1
Pages
116 - 133
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